NONE: Re: ONLINE-ADS>> Search Engine Optimization = Waste of Time
Re: ONLINE-ADS>> Search Engine Optimization = Waste of Time
Eric Ward (netpost_at_netpost.com)
Thu, 12 Nov 1998 15:31:11 -0600 (CST)
Some clarification to the earlier post.
While in the majority of cases search engine optimization
is a waste of time, I do strongly feel that in certain
cases it is CRUCIAL.
The key is to focus less on individual words and more on
multi-word phrases, and to design pages which are built
around those phrases.
An example. You have a business that specializes in
restoring old BMWs, and the business name is "Second
Chance Restoration". Now, nobody in the world is going to
do a search on the phrase "Second Chance Restoration",
because they aint never heard of ya. If I have a 1970 BMW
that I want to restore, chances are I'm going to search
on "old BMW restoration" or some iteration of that, and
see what I find.
Guess what? If you do an exact phrase match by enclosing
the phrase "old BMW restoration" in quote marks, you will
find that this phrase has NO EXACT MATCHES AT ALL. In
other words, it is ripe for the taking by any restoration
Web site that designs a page around that phrase. Now, if
you remove the quote marks and do the same search, you get
over 500,000 matches, because the engine is now looking
for matches for any of the three words, not all three in a
row in one string. But guess what again? If you had built
a page around that exact phrase, you'd be ranked number
one, ahead of all 500,000 of those sites, becuase you have
an exact phrase match.
I've done this a thousand times for clients, and yes it
does work. But I repeat: For the majority of sites,
search engine optimization is a waste of time, because
there are simply too many other sites doing the same
thing for the same words or phrases. In the BMW example,
there are not as many companies with Web sites that
are engaged in restoring BMWs, so the chance for ranking
improvement is much greater.
Best wishes, -Eric Ward
The WardGroup - URLwire & NetPOST
Topical, Personal Internet News Sharing Since 1994
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http://www.TheWardGroup.com/ mailto:EricWard_at_NetPOST.com
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